News & Views

Cannes Lions / Media Lions

by Contagious Team


'Authenticity', 'substance' and tangible results define the winners in the Media category.

A jury that was described by president  Mainardo de Nardis, CEO, OMD Worldwide, as 'tough and strict' awarded a total of 107 Lions across Gold, Bronze and Silver. The decisions did not come easily though; apparently the jury spent a staggering 17 ½ hours in one session alone - something de Nardis speculated could be a record for a Cannes jury.

The Grand Prix was scooped by the Google Voice Search campaign, through Manning Gottlieb OMD London, which de Nardis said 'brought together three things: technology, analytics and storytelling'. The agency zoomed in on every available poster site in London and then used Google Maps to find the most interesting landmarks/institutions close to those locations. This data was then used to form the creative brief which resulted in 150 individual posters across the capital, each featuring copy written as it would be spoken into Google Voice Search. So, a poster in Baker Street read 'Shur-lok Hoemz' and one near in the financial Square Mile read 'foot-see wun-hun-dred'. Google searches for 'voice search' more than doubled in London compared to the rest of the country as a result of the campaign.





'One thing that we all particularly liked about the campaign', explained de Nardis, 'is that it was technology driving targeting, driving the briefing and strategy and eventually driving the creative. So it was the reverse order to what we normally see and personally I found that pretty fascinating.'

11 other Gold Lions were awarded - three of which came from Belgium making it the most awarded country in terms of Gold, ahead of the USA and Germany. Amongst these was Turner TNT Broadcasting System's  Push To Add Drama campaign, via Duval Guillaume Modem, Antwerp, which also picked up a Gold Lion in PR on Monday. 

'One thing that we all particularly liked about the campaign', explained de Nardis, 'is that it was technology driving targeting, driving the briefing and strategy and eventually driving the creative. So it was the reverse order to what we normally see and personally I found that pretty fascinating.'

11 other Gold Lions were awarded - three of which came from Belgium making it the most awarded country in terms of Gold, ahead of the USA and Germany. Amongst these was Turner TNT Broadcasting System's Push To Add Drama campaign, via Duval Guillaume Modem, Antwerp, which also picked up a Gold Lion in PR on Monday. 





However, according to the jury, the campaign which ran closest to Google Voice Search for the Grand Prix was The National Surprise Party from Antwerp-based radio station, Joe FM. The campaign, through Dallas Antwerp, celebrated the station's third birthday by finding an unsuspecting member of the public whose birthday fell on the same day. They then organised for him to be out of the country for two weeks prior to the celebration, during which time a large-scale media campaign ran turning him into a celebrity and promoting his party as a national event. As well garnering national press coverage, the campaign earned Joe FM its highest listening rates ever.

The jury also cited the strong showing from non-commercial organisations. Sunni Boot, CEO of ZenithOptimedia Canada explained, 'We saw some wonderful Golds in charity and public awareness that we felt really knocked it out of the ball park, but of course they are disqualified in this category and it's perhaps something that other juries would want to revisit because it's not the message that can guide it, but where we place it, what we do with it and the reaction of our audience.'

Jury president Mainardo de Nardis agreed - 'We were all impressed by the boldness and braveness of these campaigns and we were all thinking "what can we learn from these and what can we take and apply to more commercial clients we work for" because some of the ideas were just great'.

See www.canneslions.com for a complete list of all the winners.